The technological progress the world is experiencing has also changed the way banking is done in Sweden today. One tough challenge for the banking industry is the moderately homogenous products and services they offer, which make banking particularly exposed and sensitive to customers and their switching behaviour. The purpose of this thesis is to investigate what the role of Facebook is in relationship marketing within banking, a case study in SEB, Sweden. The theoretical framework is focusing on three major parts for this paper. Bank marketing involves ways of marketing and segmenting a bank, furthermore relationship marketing includes theories on building long-lasting relations with customers, and finally service related technology contains technological developments and strategies of social media This thesis is done according to an explanatory technique as material has been collected by qualitative interviews and the findings have been textual data. The study has been designed into a single case study of SEB. Interviews has been conducted to understand the way a Swedish retailing bank is using social media to enhance their customer relation. It was found that SEB is seen as a personal and rather modern bank with good accessibility according to the respondents. Furthermore, customers are kept satisfied and maintained through trust, loyalty, and proactive acting. Also, the Facebook service is a good communication tool that gives fast replies and is available to use anytime. The role of Facebook within banking is multiple in association to relationship marketing. For instance, it brings along a fast communication tool and a great flexibility. SEB is rather innovative in their operation by rapidly adopting new means of technologies. The bank’s brand image as a personal and proactive bank can further be strengthened through Facebook. Additionally long term relations can be stimulated through the increased communication, collaboration, and trust that Facebook builds. SEB operates proactive relationship marketing and Facebook is one of their latest proactive approaches. What has been realised is the role of Facebook to enhance customer satisfaction and relations in the long run.

Bakgrund Inom dialyssjukvården möts dialyssjuksköterskor och patienter regelbundet flera gånger varje vecka, kanske under flera år. Detta medför många möten där relationer uppstår. Syfte Att beskriva dialyssjuksköterskors upplevelser och erfarenheter av långvariga vårdrelationer med personer med kronisk njursjukdom som kräver hemodialysbehandling. Metod Tolv dialyssjuksköterskor i Mellansverige intervjuades. Kvalitativ innehållsanalys genomfördes. Resultat Tillfredsställelsen av långa vårdrelationer med dialyspatienter berikar dialyssjuksköterskan både professionellt och som person. Möten med patienter under lång tid ger många positiva känslor och det är roligt att få följa patienternas utveckling. Upplevelsen av Komplexiteten i långa vårdrelationer, att möta och nötas mot samma patienter över lång tid, ibland över flera år kunde upplevas utmanande att i professionen hantera dessa på ett bra sätt. Strategier att hantera gränser i professionen, att ha verktyg för att hantera gränssättningen mellan det professionella och patienten. Exempel är reflektion och handledning med kollegor för att detta kan underlätta att inte bli för privat i relationen med patienten och känna sig professionell. Kollegornas betydelse i arbetet är en viktig del med erfarenhetsutbyte och stöd för att hantera relationer och situationer som kan uppstå. Avslutande kommentar Det är berikande och positivt att arbeta med patienter i långa vårdrelationer. De komplexa situationer som uppstår kan påverka dialyssjuksköterskorna och det ses som värdefullt att ha tillgång till forum där frågor om vården av patienterna kan diskuteras och att riktlinjer sammansatta av arbetsgruppen är en trygghet att luta sig mot. / Background In the dialysis nurses and patients meet regularly every week, sometimes over several years. This makes it possible for relations to occur. Aim Describing dialysis nurses perceptions and experiences of long-term care relations with persons with chronic renal disease who requires hemodialysis. Method Twelve dialysis nurses at hospitals in the middle of Sweden were interviewed. Qualitative content analysis was performed. Results The satisfaction with long-term care relations with patients in hemodialysis enrich the dialysis nurse both professional and as a person. The encounter with patients during a long time gives many positive emotions and it is joyful to be able to follow the patient development. The experience of the Complexity in long term relations, to meet and be rubbed against the same patients over time, sometimes several years could be a challenge experience in the profession to deal with in a good way. Strategies to manage the boundaries of the profession are to have tools to handle the boundaries between the professional role and the patient. Examples of tools are reflection and coaching session with colleagues since this can make it easier to avoid to be too private in the relation and to feel professional. Colleagues' role in the work is an important part with exchange of experiences and support to deal with the relations and the situations that may occur, in these relations. Concluding comment It is enriching and positive to work with patients in long-term relations. The complex situations that occur can affect the dialysis nurses and it seems important to have access to forum where questions can be discussed and to have guidelines that is put together by the workgroup to rely on.